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strategy firstUnderstanding the Strategic Foundation of Social Media Marketing
#UIMKTG
@nickwestergaard
strategy first
‣ Building the Foundation
‣ The 6 Strategic Business Uses of Social Media
‣ Case Studies of Each Use
‣ Coming Full Circle
Building the Foundation
1
Photo via Flickr user Robert Course-Baker
rudyard kipling
I keep six honest serving men (They
taught me all I knew): Their names are
WHAT and WHY and WHEN and HOW
and WHERE and WHO.”
“
unpacking the “serving men”
‣ WHY are we doing this?
‣ WHAT are we doing?
‣ WHEN does this happen?
‣ WHERE does this happen?
‣ WHO does this involve?
‣ HOW do we get it done?
Photo via Flickr user bradhoc
setting the stage for measurement
albert einstein
Everything that can be counted does not
necessarily count. Everything that counts
CANNOT NECESSARILY BE COUNTED.”
“
Photo via Flickr user ksayer1
have to start with ‘why’
The Six Strategic Business
Uses of Social Media
2
5 uses of social media
‣ Branding
‣ Sales
‣ Market Research
‣ Customer Service
‣ Lead Generation
7 “no bs” uses of social media
‣ Brand Awareness
‣ Protect Brand Reputation
‣ Enhance Public Relations
‣ Build Community
‣ Enhance Customer Service
‣ Facilitate Research and Development
‣ Drive Leads and Sales
6 strategic uses we’ll focus on
‣ Branding
‣ Community Building
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Leads & Sales
Case Studies of Each Use
3
Photo via Flickr user Derek Gavey
1. branding
building a brand
Photo via Flickr user Derek Gavey
growing a brand
Photo via Flickr user Luke Peterson
new water cooler
protecting a brand
2. community building
a scissors community
ceding control to your community
creating a community
3. Public relations
Photo via Flickr Tamaki Sono
integrating social media & PR
connecting with the public
Potential Sponsor
Sponsor
Participant
Observer
Public relations around charitable work
4. market research
Photo via Flickr user Alberto G
capturing & implementing ideas
improving experience, creating impact
start small …
or …
5. customer service
It costs 3-5X

as much to get a new customer 

vs. keeping an existing one
smart brands know this
“People will say bad things about us”
Photo via Flickr user Robert Course-Baker
a story about a sandwich
Photo via Flickr user stu spivak
we are a forgiving culture
Photo via Flickr user mslavik
6. Leads and Sales
Photo via Flickr user 401(k) 2012
a new sales funnel
social selling
lead generation
launch ⇢leads ⇢ sales
Source: Ford
– jim farley, ford motor company
We can lower the amount of traditional
advertising we do and see massive cost
savings. We spend 10 cents on the dollar.”
“
Coming Full Circle
4
82%of marketers agree that social media
marketing is key to their business
Source: Salesforce
data aligns with the six strategies
Source: Social Fresh
76% 

OF MARKETERS FEEL THEY
KNOW WHAT THEIR
CUSTOMERS WANT
Only
34%HAVE BOTHERED TO ASK
PERCEPTION GAP
the perception gap explored
Source: Pivot/Brian Solis
key take-aways
‣ Critical to ground social media marketing with strategy
‣ To do this, you have to answer the right questions — starting with ‘why’
‣ WHY sets the stage for WHAT you do, WHEN, WHERE, and with WHOM
‣ And HOW you measure success
#UIMKTG
@nickwestergaard
nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more

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